Jameson is a respected brand but not a relevant choice for ‘Beer with the Boys’ social moments. Credibility with this audience is driven by relevance as much as authenticity, as millennials expect brands to meet them on their level and speak their language.

Philosophy

To access ‘Beer with the Boys’ occasions, we worked with data start-up Locomizer, to generate unique geo-behavioural profiles, which allowed us to pinpoint high affinity locations for our Lads audience. By analysing behaviour from location signals generated from social media and ad requests, we were able to plan OOH media the way cookies are used for digital advertising.

Problem

To shift awareness and move Jameson Whiskey from a spirit for ‘Dads’ to one for ‘Lads’, to increase consumption with 25-34 males.

Result

Our approach smashed our objectives. We increased:“Brand you see more of” up to 13% (+225% vs target)“Brand for me” up to 16% (+60% vs target)“On trade consideration” up to 21% (+40% vs target)